Brian Baird for Congress – “Number”

The partisan numbers in Washington’s 3rd Congressional District have historically made Congressman Brian Baird’s reelections close. “Number” was prepared to reach 50,000 likely voter households around the time absentee ballots were mailed. Polling showed growing voter exasperation with their HMOs. “Number” was designed to tap into that voter anger and inform voters of what Congressman Baird was doing to solve their problems. About the time this piece dropped, the story broke alleging that Baird’s opponent had taken unemployment benefits while collecting a per diem as a State Senator. This piece served as virtually the only media of the campaign. Brian Baird was re-elected with his highest margin ever: 63%. We’d like to claim all the credit, but some things are even more effective than good mail.